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Permission Marketing and Ad Blocking

January 4, 2017 2:24 pm
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Reading Time: 2 minutes

From 4 badass ways digital media can beat ad blockers (The Next Web):

Browsing the Web without advertisements is nice. No obnoxious popups stealing your screen. No autoplaying videos slowing down page load times. And no creepy invasion of privacy. In fact, 89 percent of people who install adblocks do it to improve their user experience.

So really, what’s not to love about ad blocking? If you ask anyone in publishing, the answer is an emphatic “a lot”.

Really? The publishers didn’t like it? Aww, diddums little babies.

Have they ever heard of permission marketing?

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

Look, the idea behind permissive marketing works, don’t ignore it. I’m less likely to be disengaged with advertising I permit through my chosen channels/contact points.

The counter-angle to permissive marketing is obviously that I’m far less likely to convert at display advertising I explicitly don’t permit but still manages to get through. In fact at that point, as that user, I’m both utterly furious and suspicious of any brand that has managed to fly under the adblockers radar. Is that the perception you want for your brand? That you are ultra-spam?

Imagine a door-to-door sales man that rocks up at your front door every day despite you telling them you aren’t interested. Instead of listening they turn up more at your door. Eventually you get a restraining order and the salesman still rocks up at your door, apologising, but saying his company says he has to keep turning up. Think about how you feel about that salesman’s employer at that point.

There is no more clear definition that I, as a user, am not giving permission for your adverts than an adblocker. Respect the restraining order, last time I checked there were still quite a few opportunities on the Internets for clicks without resorting to being ultra dicks.

God I need to stop reading TheNextWeb.

This joint was penned by @elmarko